Major Relaunch for Galloway Scottish Cheddar
From July, the No. 1 brand in the mild/medium cheddar segment in Scotland will be wrapped in a new pack with outstanding graphics, created to modernise, highlight the brand’s Scottish provenance and give the pack increased standout on-shelf.
From July, the No. 1 brand in the mild/medium cheddar segment in Scotland will be wrapped in a new pack with outstanding graphics, created to modernise, highlight the brand’s Scottish provenance and give the pack increased standout on-shelf.
The new positioning of Scotland’s biggest medium/mild cheddar brand, with 18.2% MAT volume market share, aims to refresh the brand among current loyal consumers and drive growth through targeting an audience of younger families.
Martin Rickenback, group marketing director at Lactalis McLelland Limited, said: "This is a very exciting moment for the brand.
"Galloway has been, and continues to be, an iconic Scottish brand since it was launched over 50 years ago in 1959. With its creamy taste and smooth texture, Galloway appeals to the whole family, bringing everyone together – if only for a moment! – which is what our new TV campaign illustrates."
During July and September, a new TV advertisement will feature on terrestrial channels. The ad features a modern everyday Scottish family, where everyone is engrossed in their own individual activities and brought together – if only for a moment! – by the smooth texture and creamy taste of Galloway over oven-baked nachos for an afternoon snack.
Demonstrating that Galloway is for the whole family, the 20-second ad closes with the new TV tag line, "The family’s favourite Scottish cheddar".
Galloway is a medium-strength cheddar aged for six months. Its unique recipe gives Galloway a milder creamy taste and smooth texture which appeals to the whole family.
The new Galloway pack will be available from July in both 200g and 400g variants in all good retailers in Scotland.
Following qualitative research (Oct /Nov 2009), Galloway found that the target audience thinks the theme of "bringing the whole family together" resonates well with the iconic brand.
Source: Galloway Scottish Cheddar
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